Originally launched as a free event for survivors of catastrophic auto accidents living with Traumatic Brain Injuries, their families, and their caregivers in 2007, the Carnival of Care has since become an annual event that continues to grow every year. As a result, the Careforward Foundation (a 501(c)3 non-profit corporation) was established in 2009 to support the ongoing growth and efforts to help the Carnival of Care reach more survivors throughout SE Michigan, and eventually throughout the country.
Up to this point, the Carnival of Care's (COC) image has been relatively vague, with no real 'brand identity'. As a result, the goal for this project was to create a recognizable brand image that clearly communicated WHAT the Carnival of Care is, WHEN and WHERE it will be held, WHO the event is designed to benefit, and WHY people should attend.
In assessing the nature and respective goals of the Carnival of Care, I used as much of the previous branding as as I could. Despite the previous marketing's shortcomings, there was still tremendous value in that fact that it had been used for the past five years. So, rather than completely start over, I started by refining the pre-existing logo to be more dynamic and eye catching. From there, I designed ALL of the supporting imagery to do what it's supposed to do- support the core idea of what the COC is all about!
In addition to all of the print material, this project also required a completely new website that was representative of the COC being a non-profit event, easy to navigate, and facilitated all those involved having a central forum in which to communicate and share their thoughts, ideas, and experiences. Although it's still undergoing a few updates, the new carnivalofcare.org site is a monumental improvement that further reinforces the refreshed brand identity of the Carnival of Care.